IQOS and Leandro Cano: Reinventing Traditions

Fashion is a reflection of change, evolution, and innovation. And IQOS, as an example of revolution and advancement in its sector, joins forces with designer and Game Changer Leandro Cano to change the rules of fashion by reinventing traditions. Do you want to discover how this collaboration has been? Keep reading to learn all the details!

Leandro Cano is a designer from Jaén who uses traditional elements and artisanal techniques to create current and avant-garde designs that, combined with his creativity, redefine fashion and change the rules of the industry. He collaborates with associations of elderly people who craft these artisanal pieces using techniques such as macramé, crochet, and cross-stitch, transforming them into bodysuits, capes, or unique pieces designed by Leandro, making the impossible possible.

That's why, from IQOS, and in an unprecedented event, we challenged Leandro Cano to reinterpret a traditional national costume and turn it into something completely disruptive, aligned with his Game Changer identity, and the result is extraordinary. Together with his team, Leandro Cano managed to reflect IQOS's values in a unique piece that challenges the traditional and embraces innovation.

The regional costume of "Cobijadas", of Manchego origin and adopted in Vejer de la Frontera, historically was used to protect oneself from strong winds. Inspired by the history behind this costume, Leandro Cano, thanks to his creativity and mastery, turned this piece into a disruptive and contemporary suit, breaking with what is established in the fashion sector and challenging the conventional, demonstrating his constant pursuit of innovation. His work reflects IQOS values: progress, change, and innovation.

Do you want to have the opportunity to experience this unique collaboration in person? Now it's possible! Come to the IQOS Boutique Serrano from March 15th to 20th or the IQOS Boutique Rambla from March 21st to 28th, and you will be able to see how Leandro Cano has reinterpreted traditions firsthand. Don't miss it!

And remember, if you seek to advance and inspire others, you are a Game Changer. The rules of the game have changed. Switch to IQOS and change your world.